MUSE X MAN UNITED
Submitted by Muse

Manchester United Iconic Merchandise Creator Campaign

Influencer Marketing

Muse worked with its own creators to promote Manchester United's revival of iconic merchandise, in a campaign the agency reports reached over 10M people.

10MPeople Reached
5MLikes

Case in 60 seconds

Manchester United approached Muse to promote a revival of iconic merchandise reintroduced with a modern edge, and the task was to place a football club's product in a fashion context beyond the pitch, where its presence already sits.

The campaign turns on shared origin rather than paid endorsement, because the page frames the work as a fusion of fashion, culture and sport between two Manchester-based businesses, which gave fashion creators a credible reason to wear club merchandise.

Muse built the work around its own creators, each bringing their own energy and audience, so the revived merchandise was presented as fashion storytelling connecting football and style rather than as standard club retail.

Muse cast a group of its talent, including @alanahchannon, @ellachristo, @teresaseco and @samsamkader, and each creator individually helped deliver the campaign to their own audience, presenting the reintroduced merchandise with a modern edge.

Muse reports that the campaign reached over 10 million people, generated more than 5 million likes and resonated across 10+ countries, and says the work extended its network beyond its usual fashion campaigns.

Strategy Breakdown

The followers of Muse's fashion creators, whom the page positions as a route for Manchester United's revived merchandise to connect fashion and football beyond the pitch.
Club merchandise usually lives close to the pitch, so reintroducing iconic pieces with a modern edge required voices from outside sport, which is why Muse drew on creators from its fashion roster.
The page casts Manchester United as a cultural presence beyond the pitch, with the club lending its iconic merchandise while the creators supplied the fashion context and the audiences.

Creative & Execution System

Partners

  • Muse

Creator role

  • @alanahchannon — creator
  • @ellachristo — creator
  • @teresaseco — creator
  • @samsamkader — creator

Results & Evidence

MetricValue
People Reachedover 10M people
Likes5M
Countries Reached10+ countries

Why Muse's strategy worked

  1. 1

    Casting fashion creators for a football club lets merchandise travel to audiences the club does not usually reach, because each creator brings their own following, which is how the page explains the club's presence beyond the pitch.

  2. 2

    A shared city gives brand and agency a story to tell together, so the page leans on both being Manchester-based to present the work as a local partnership rather than a transactional booking.

  3. 3

    Spreading delivery across several creators who each speak to a separate audience builds reach additively rather than through one ambassador, which is the mechanism the page credits when it says each creator individually helped deliver the campaign.

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